Fashion & lifestyle / April 2025–June 2026
Purana Indonesia
Bringing Indonesian fashion stories to life on social.
Created at Staple Studio Indonesia.
My contribution: Social media, event promotion, event coverage, and video campaigns. The client logo is shown only to identify the brand.
Tropipelago Vertical Campaign Video
Watch on Drive ↗The brief
Beginning with Purana’s Instagram in April 2025, I managed content planning and execution for an Indonesian fashion brand rooted in nature, culture, and distinctive patterns. My responsibilities later expanded to Puragraph, Purana Home, and Fuguku, each requiring its own visual language and approach to storytelling.
My role
The work involved building a more consistent publishing rhythm while meeting closely curated visual standards. I worked with the founder, management, designers, and production collaborators to translate brand priorities into content ready for publication.
The approach
A defining project was Purana’s 16th anniversary in October 2025. I planned and executed the social media coverage across the four-day celebration, from pre-event interviews and countdown content to real-time updates and post-event recaps. Working within the event identity created by Revo, I adapted the creative direction into social content that brought the celebration and its community to a wider audience.
The result
During October 2025, Purana recorded 616,089 views—up 744% from September—alongside 7,038 interactions, 46,823 accounts reached, and 10,787 profile visits.
Source: October 2025 account performance in the Social Media Report – Purana – Puragraph. Net follower growth was +354 (23,829 to 24,183). These are account-level monthly results; the concept boards below are separate collection planning work.
Campaign video
I also directed the campaign video for Purana’s Spring/Summer 2026 collection, Tropipelago, collaborating with the wider campaign production team.
Across four brands
Across the wider portfolio, I adapted content for Puragraph’s younger, monochromatic expression, Purana Home’s patterned living products, and Fuguku’s distinctive accessories. As the scope expanded, I incorporated AI-assisted content production into the workflow while continuing to work within each brand’s visual standards.
credits — campaign photography: Hakim Satriyo · campaign video: Sechan Risyad & Fauzan / Staple Studio · social media: Sechan Risyad / Staple Studio · event coverage: Staple Studio Team